The Impact Of Vehicle Safety Technology On Consumer Buying Behavior In Automobile Industry

Thiviya, Marimuthu (2015) The Impact Of Vehicle Safety Technology On Consumer Buying Behavior In Automobile Industry. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

In the modern world, the innovation and creation of new technology has increased rapidly. Vehicle safety technology is one of the concepts that getting growing attentions among drivers which are consumers due to the increasing rate of accidents at road. Consumer research shows new car buyers prone to consider vehicle safety technology before making a vehicle purchase decision. To maintain relevance, consumers need to be exposed or educated by access to a wide range of safety technology on the Internet. It is need of future clarification for both theoretically and methodologically. The main purpose of this study is to know the impact of vehicle safety technology on consumer buying behavior in automobile industry among Malaysians. A total of 100 usable questionnaires were prepared and analyzed. Statistical techniques such as descriptive analysis, reliability, and validity were used in this study. This paper contributes to an increased understanding of vehicle safety technology impacts on consumer in automobile industry in Malaysia. Keyword: Vehicle Safety Technology, Customer Buying Behavior, Automobile Industry.

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